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International Bestseller

Running Lean

Iterate From Plan A to a Plan that Works

Completely revised and updated 10th Anniversary Edition

Zach Nies

"It's a masterpiece of depth and simplicity."

Zach Nies
Managing Director at Techstars

"Ash Maurya does it again with the 3rd edition of Running Lean. He has a magical ability to distill the art and science of being a successful entrepreneur into simple, practical, and highly effective practices. If you think this is just another version of the Lean Canvas book, please think again. This is a complete system for building a successful startup born of 12 years of his work. It's a masterpiece of depth and simplicity."

Mike Belsito

"An entrepreneur's guidebook to launching new products."

Mike Belsito
Co-Founder of Product Collective and Organizer of INDUSTRY

"Some books can help you understand how to bring a new product to life. Running Lean helps you understand whether you should bring it to life. If you're looking for an entrepreneur's guidebook to launching new products, this is it."

Life's Too Short to Build Something Nobody Wants

We're building more products today than ever before, but most of them fail—not because we can't complete what we want to build but because we waste time, money, and effort building the wrong product. What we need is a systematic process for quickly vetting product ideas and raising our odds of success. That's the promise of Running Lean.

In this inspiring book, Ash Maurya takes you through an exacting strategy for achieving product/market fit for your fledgling venture. You'll learn ideas and concepts from several innovative methodologies, including the Lean Startup, business model design, design thinking, and jobs-to-be-done. This new edition introduces the continuous innovation framework and follows one entrepreneur's journey from initial vision to a business model that works.

Fabi Riesen

"Running Lean helped raise our odds of success."

Fabi Riesen
CEO, VRM-Switzerland (VRMotion Ltd.)

"From passion side project (DIY flight simulator) to a growing helicopter simulator company, Running Lean has helped us stay focused on systematically building our business model."

Thomas Botton

"Reading this book saved years of my life."

Thomas Botton
Lead Business Design, Liip

"Building the thing right is easy. Building the right thing is harder. But Ash figured it out by laying out a scientific, yet pragmatic, replicable approach. Reading this book saved years of my life. Together with my team, we halved the time it takes us to launch new apps by building — only! — what adds value to users."

What You'll Learn

This book walks you through the step-by-step process of designing, validating, and growing an idea. You'll learn how to:

  • Deconstruct your idea using a one-page Lean Canvas
  • Stress-test your idea for desirability, viability, and feasibility
  • Define key milestones charted on a traction roadmap
  • Maximize your team’s efforts for speed, learning, and focus
  • Prioritize the right actions at the right time
  • Learn how to conduct effective customer interviews
  • Engage your customers throughout the development cycle
  • Continually test your product with smaller, faster iterations
  • Find a repeatable and scalable business model
Sean Ellis

"Even more actionable than the original."

Sean Ellis
Author of Growth Hacking

"The new and updated version of Running Lean is even more actionable and valuable to serial entrepreneurs and first-time founders than the original."

George Watt

"This edition includes great new insights and updates."

George Watt
EVP at Portage Cybertech and Author of Lean Entrepreneurship

"I have been using Running Lean's techniques and recommending it to people in incubators and accelerators for years. The 10th Anniversary edition includes great new insights and updates of the original material and at least as much brand new learning, insights and techniques. I will be recommending this double-stuffed version both to people new to bringing innovative ideas to life, and those who were fans of the previous version."

Who's it for?

The principles covered in this book can be applied to launching a new product either at a startup or a large company. While tactics may vary, the principles are universal.

Running Lean is for:

  • Aspiring and serial entrepreneurs
  • Coporate innovators and intrapreneurs
  • Product managers
  • Makers and visionaries who want to level up and build the next generation of products that matter
Marco De Polo

"Not just for startups."

Marco De Polo
Global Head Growth Acceleration & Open Innovation, Roche

"We have leveraged Running Lean to build a grassroots movement of intrapreneurs in our organization focused on accelerating value creation for our customers through insights driven, evidence based decision making."

About the Author

Ash Maurya is the creator of the one-page business modeling tool Lean Canvas and the founder of LEANSTACK. He's been praised for offering some of the best and most practical advice for entrepreneurs and intrapreneurs throughout the world. Driven by the search for better and faster ways for building successful products, Ash has developed practical tools and a step-by-step playbook for raising the odds of success for early-stage products. These tools and playbooks are widely used and taught by universities, corporates, and startup accelerators.

Ash Maurya
Bob Moesta

"Running Lean serves as a guide and constant reminder."

Bob Moesta
Author of Demand-side Sales and CEO, Rewired Group

"Having been involved in thousands of products and worked side by side with hundreds of founders, Ash's approach in Running Lean is one of the few books that I have seen that truly reflects the reality of my experiences over my 40 years career of entrepreneurship, innovation, and new product creation. Most people just talk about a process and some tools, but the simple quote of "Love the problem, not the solution" is a statement of experience and deep expertise. This book is a great starting point for first-time founders and a guide and reminder for a seasoned founder. I not only recommend this book but re-read it once a year to keep me grounded. Thank you, Ash, for putting to words what I can't."

Anuj Adhiya

"The book I've recommended the most to founders."

Anuj Adhiya
Author of Growth Hacking for Dummies

"Hands down, Running Lean is the book I've recommended the most to founders. This new edition has been informed even further by years of continuous testing and tweaking by Ash."

Help Spread the Word

This book is the product of 10 years of rigorous testing, hundreds of product case studies, and thousands of iterations. I’m excited to share it with you. And hope you share it with others too: